CHINA. Dr. Ci:Labo and China Duty Free Group (CDFG) have developed an ambitious omnichannel campaign at cdf Haikou International Duty Free Shopping Complex in Hainan to coincide with Lunar New Year.
The campaign was launched on 29 December and will run until 5 February.
As reported, Dr. Ci:Labo unveiled its first O2O concept store at the cdf Haikou megastore in November 2022. The store offers an immersive, digitally driven shopping experience, centred around Dr. Ci:Labo’s ‘Omotenashi’ brand ethos.
Omotenashi is the Japanese philosophy of hospitality, which is core to the personalised skincare experience being offered at the boutique. It highlights Dr. Ci:Labo’s clinical heritage and ‘holistic beauty ecosystem’ though combined physical and digital touchpoints.
The campaign delivers fresh brand content while offering immersive shopping experiences during the Lunar New Year holiday period.
Inspired by the art of traditional Japanese woodwork, the Dr. Ci:Labo concept store has been given a red and gold makeover complete with Chinese Infinity Knots and (中国结) and golden rings to welcome the Year of the Rabbit.
A standout feature is the Lunar New Year-themed LED pillar, which heightens the brand’s visibility in the beauty zone. Travellers can also play a ‘Spot the Difference’ game via the interactive LED screen to win exclusive vouchers which can be redeemed online for Dr. Ci:Labo purchases at the cdf Haikou International Duty Free Shopping Complex.
Shoppers can purchase the Dr. Ci:Labo Lunar New Year travel retail-exclusive gift set at the store and on CDFG’s ecommerce platform. The CDF and Hainan-exclusive sets are wrapped in red ribbons, offering the ideal skincare gift for loved ones during the Lunar New Year holiday period.
For a minimum spend of RMB688 (US$100) in-store or online, shoppers receive two sets of Dr. Ci:Labo red envelopes, a branded mini tote bag and a sure-win chance at the Dr. Ci:Labo Gashapon game, where they can win exclusive Dr. Shiropy merchandise.
To extend the campaign’s reach online, Dr. Ci:Labo and CDFG have launched a Lunar New Year WeChat Mini Program which offers lucky draws and gift redemption.
To drive traffic to Dr. Ci:Labo and CDFG’s ecommerce sites, the WeChat Mini Program is advertised on Online Travel Agent (OTA) platform, Tong Cheng.
The advertisement encourages travellers to explore the WeChat Mini Program for a chance to win a full-sized Dr. Ci:Labo Super White 377VC Serum 18g.
(Above and below) Dr. Shiropy stars in various digital animations on the LED screen and WeChat
Johnson & Johnson Regional Business Development Manager Travel Retail Michelle Tong commented: “We are excited to leverage the power of Dr. Ci:Labo’s O2O concept store to engage with shoppers, delivering our trademark Omotenashi care and clinical skincare equity with a unique festive twist.
“Together with our partners China Duty Free Group, we want to welcome shoppers into our retail universe with a differentiated yet holistic and innovative retail experience.”
Tong added, “The Dr. Shiropy-fronted interactive display provides us a platform to continually refresh our content and engage our loyal Dr. Ci:Labo customers.
“The ‘Scan-and-Pay’ feature, an extension of the Augmented Reality (AR) technology, enables customers to redeem vouchers online and promotes fuss-free transaction to avoid long waiting time at the queue.”✈
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